blackcat said:sort of became important tho when James stuffed up with the phone hacking scandal in the tabloids of NewsCorp, and then Sky can have some reflected glory while the Murdoch's pay penance.
caveat: phone hacking was going on before James moved across from BSkyB which he did do a very successful job with, to NewsLimited print in UK. And Sky's sponsorship was in the works before the phone hacking every knew the name Millie Dowler.
As soon as the phone hacking scandal kicked off James was removed from the Sky Velo cycling club.